Transforming Business Data with CRM Developments
Posted on: 10/12/15
“According to a May 2015 market report from Gartner, global customer relationship management (CRM) software totalled $23.2 billion in 2014, up 13.3% from 20.4 billion in 2013 … Companies that want to maximize their CRM ROI should pay attention to some of the merging trends as we move into 2016.
- Business2Community.com, (2015). ‘3 Important CRM Trends Driving Business Transformation’. Online <http://www.business2community.com/marketing/3-important-crm-trends-driving-business-transformation-01383510#fbsb2wJ6DgOC1Kbl.97> Access Date 02 December 2015
Data Management Systems for CRM software have come a long way from its early days as a desktop-based sales tool. The article explains how global customer relationship management software has grown in the data driven economy, because of larger CRM players continuing to improve feature sets to accommodate the rise of modern business.
The article highlights three of the biggest trends that are currently happening in the CRM industry:
- System Integration
- CRM for Business Intelligence
- A laser like focus on User Experience
Typically data management systems for CRM were built as stand-alone products and simply a repository for customer information. With the growing demand of cloud based systems CRM solutions are much more than a tool for data but have transformed into more robust data management systems that can be seamlessly integrated to serve other aspects of business to boost business efficiency.
CRM data management systems are now being developed to integrate with document management systems, or have the additional functionality for document storage and control. The article explains by integrating both types of systems, ‘sales teams can quickly create, share and access the right information at the right time to share with their clients, all in one user friendly dashboard.’ Aligning CRM and developing the use of data management systems enables team collaboration and create conversion optimisation. Teams working from the same data management system, and the same data allows no notes or documents will go a miss, and will provide sales and marketing departments a better platform for targeted messaging based on customer lifecycle processes and information of previous engagements.
System integration provides important business intelligence to help businesses stay ahead of the game. Developments on access to business intelligence is now allowing valuable man hours to be saved and spent on more important activities.
Cloud and central data management systems that can be used whenever and where ever a team may be, and is allowing insights into the strengths and weaknesses of business processes, and is providing businesses with information to make more informed decisions on the go to ultimately achieve objectives.
Developments to data management systems in regards to business intelligence means, departments can now access more accurate and relevant analytics and reports to improve focus on important business decisions and crucial next steps.
Being able to see relevant information can become confusing when integrating systems and departments but if software is correctly developed, important and relevant data should be clear and presented to individual dashboards. Developments made to any data management system for business growth should have the user experience at the forefront of design – ‘A capital investment in such a solution is waste if it’s not used!’ A CRM system for business is for the employees of the organisation and should meet the requirements and needs of the users.
Personalised dashboards are changing user experiences, the article states, ‘Managers can adjust the dashboard to provide both single user and broader metrics, and sales staff can tailor it to their specific product or geographic area. Removing superfluous information from the screen helps boost productivity and keep staff focused on the task at hand.’
Advanced data management systems for CRM and more, are becoming essential tools for business growth and with new business demands there will be more trends to look out for in 2016.